| Hong Kong Jewellery 香港珠寶
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DPA to rebrand



Diamond Producers Association (DPA) funded by seven mining companies including De Beers and Alrosa, has revealed plans to relaunch and rebrand. The previous marketing slogan, ‘Real is rare, real is a diamond’ and its website will be replaced.


“It’s our objective to be the number-one destination globally for consumers coming into websites looking for information, inspiration and education around the world of natural diamonds,” said DPA CEO David Kellie.


The rebranded campaigns will launch in 1 June in the United States and Europe via a webinar, and 1 July in Asia. Targeting younger audience and mid-income customers, promotion will focus on its social-media presence. The organisation hopes to support local and independent jewellersand those located inside malls.

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